In B2B, content marketing is all about imparting knowledge to prospects so that it helps to support the company’s overall goals and objectives. Content marketing can be used to build the reputation of a company, deliver the required message in interesting fashion and most importantly, attract prospective clients to the company web page.

1. Leveraging Marketing Automation Tools for Effective Use of Content
In B2B, content marketing is all about imparting knowledge to prospects so that it helps to support the
company’s overall goals and objectives. Content marketing can be used to build the reputation of a
company, deliver the required message in interesting fashion and most importantly, attract prospective
clients to the company web page.
Content marketing is that aspect of marketing that can be leveraged to, first, build trust of the
product or service being offered. Since most business deals are settled online, prospects look for
secure transactions and trustworthy sites to do business. So, it is with useful and relevant content, that
one can build a solid reputation for the company and its products or services.
B2B companies cater to products or services that will be used on large scale, such as software or
machining products, etc. So, this means, their buyers are people who need reliable and good solutions
for their problems. Content that is relevant and educating shows the prospect how well his problem
area is addressed and how much benefit he will receive from it. This powerful messaging makes all the
difference in B2B marketing.
Well written content can entice a prospect and enable the B2B marketing company to tackle his doubts
as well. So, the next important aspect of content marketing is the ability to share content without
being pushy. This can be done by highlighting the key features of the product and what specific
problem area it addresses. Adding content on how existing customers have also benefited from the
same feature helps to get the message across effectively.
Marketing automation tools can be used to increase the impact of well written content. The software
can be used in the following ways.
Lead Tracking
Marketing automation can be used to track leads who visit the website from URLs shared in content.
Irrespective of their buying stages, it helps to identify website visitors, especially the anonymous ones.
If the visitor source is the content that was shared in social media sites or external websites, then the
marketer can assess the effectiveness of his content outreach program.
Lead Nurturing
By identifying anonymous visitors, marketers now have the opportunity to nurture (through email
marketing) only those whom they are interested in and who they think will respond to their marketing
efforts.
Score Leads
Leads can be scored based on their profiles as well. The cumulative scores can be used as a baseline to
nurture leads and add warm leads to the marketing funnel.
Combining the powers of marketing automation and content marketing can be an added advantage for
B2B marketers.
Read more on - Lead Nurturing, lead generation